Nike's new film uses power of sport to stand up for Equality both on and off-field

Nike's new film uses power of sport to stand up for Equality both on and off-field

Author | exchange4media News Service | Wednesday, Feb 15,2017 8:14 AM

Nike's new film uses power of sport to stand up for Equality both on and off-field

Nike has a long history of speaking up for causes that reflect its values. This continues even now with the launch of EQUALITY, in which Nike encourages people to take the fairness and respect they see in sport and translate them off the field.

EQUALITY is centered on using Nike’s voice and the power of sport to inspire people to take action in their communities, with Nike leading by example with its recently announced partnerships with world-class organisations dedicated to advancing this work.

A new film, simply titled Equality, anchors these values in the power of sport. The film, directed by Melina Matsoukas, features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”


The EQUALITY initiative will be live at, in social media and on billboards and posters in cities around the U.S. and Canada, with imagery that features portraits of athletes and cultural icons. In addition, Nike will enable people to create their own EQUALITY avatar or social media filters to express their support.

Lastly, EQUALITY T-shirts, and shoes from Nike’s annual Black History Month collection, which has historically supported organisations serving youth and their communities, will be available for purchase via and select retail outlets. The 2017 Black History Month collection will be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans in February. The EQUALITY tee is a symbol of Nike’s unwavering commitment to diversity and inclusion.

Nike believes in respect and equality — and that these values are worth standing up for. EQUALITY follows Nike’s recent announcement of its partnerships with MENTOR and PeacePlayers International to drive change within communities. Building on these partnerships, Nike will donate $5 million in 2017 to numerous organisations that advance equality in communities across the U.S., including MENTOR and PeacePlayers.

Nike will continue to encourage people to work for equality by becoming a mentor in their local communities through MENTOR — the leading national organisation in ensuring quality youth mentoring relationships and connecting volunteers to opportunities in their communities.

People can also show support by donating to PeacePlayers International — a global organisation focused on bridging divides in communities by developing youth leaders, building relationships and changing perceptions through the power of sport.


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